Big Ideas on the Contribution of Brands to Consumers’ Lives

Sandy Bulmer, Massey University, New Zealand
Margo Buchanan-Oliver, University of Auckland, New Zealand
Concepts from adjacent fields are used to show that brands contribute to feelings of belonging to national communities. We propose that national identity is a significant, overlooked form of community. Studies of brands and national identity have clear potential for adding new insights into how consumers use brands.
[ to cite ]:
Sandy Bulmer and Margo Buchanan-Oliver (2011) ,"Big Ideas on the Contribution of Brands to Consumers’ Lives", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.